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The Rise of Stanley Tumblers
184 million views on TikTok.
That’s how popular the hashtag #StanleyTumbler is on the social media platform.
The Stanley brand has been selling drinkware for more than 100 years, but only recently became a household name thanks to a social media frenzy around its 40oz Quencher cup.
Pre-pandemic, the brand was a top choice for campers and construction workers looking to keep beverages cold or hot for hours. Today, its tumblers are an in-demand accessory for Millennial and Gen Z women.
But Stanley didn’t embrace this new audience at first.
It actually discontinued the Quencher tumbler in 2019, much to the dismay of three women influencers who run the blog and e-commerce website “The Buy Guide.”
Every time “The Buy Guide” listed the Stanley Quencher, it would sell out quickly. When it was discontinued, the women reached out to Stanley hoping to introduce the brand to this new demographic.
Tapping into a Thirsty Market
The two struck up a deal to have “The Buy Guide” purchase the cups wholesale and sell them using their own resources. After selling out twice, the brand brought the influencers into its affiliate network and relaunched the Quencher line on its website in 2020.
Sales of the tumbler have doubled Stanley’s business two years in a row and saw a 275% increase from 2020 to 2021.
With any social media trend, there is concern for losing steam and being unseated by the next thing. But Stanley has maintained the frenzy by releasing new colors every few months in limited batches and plans to continue innovating the product to keep its new audience engaged.